1928 Lloyd Waner Lucky Strike Trolley Car Sign

Sold For:

$990

Year:

1928

Auction:

2023 Fall

Lot #:

3007

Category:

Post-1900 Baseball Memorabilia

Lucky Strike trolley car advertising sign of Lloyd Waner, one of five signs issued in this classic series. These Lucky Strike signs are among the most attractive and desirable baseball advertising display pieces ever produced. They are also among the very few baseball advertising display pieces dating from the 1920s that are in full color. The sign has a large illustration of Waner in a fielding pose and prominently identifies him by name along the top. Below his name, the advertisement tells of his status on the ball field: "Pittsburgh Pirates Baseball Senasation-1927." His ringing endorsement appears alongside his image: "Luckies fine flavor is enjoyable..and they never cut my wind." It is interesting to note that 1928 was both the height of Lucky Strike's cigarette advertising blitz and the beginning of what is now an advertising staple: the celebrity endorsement. Lucky Strike, in 1928, launched the most aggressive tobacco advertising campaign ever seen and, according to Allan M. Brandt in his authoritative work The Cigarette Century (Basic Books, New York, 2007), its campaign took full advantage "of the 'cult of personality' that emerged in the 1920s as a force in advertising." As a result, the American public was bombarded with testimonials by athletes, celebrities, entertainers, and socialites as to the benefits of smoking Lucky Strikes. In their choice of ballplayers, the company certainly recruited the cream of the crop, as all five players featured in their advertisements were later inducted into the Baseball Hall of Fame (Lefty Grove, Harry Heilmann, Tony Lazzeri, Lloyd Waner, and Paul Waner). This newly discovered example has been consigned along with eight additional Lucky Strike trolley car signs (of which seven are offered in this current auction and the remaining example will be offered in our Spring 2024 auction). The sign (21 x 11 inches) has moderate to heavy creasing throughout and a light stain in the left border. Technically in Fair condition but closer to Very Good in its overall appearance. The size/weight of this item requires that there will be an additional shipping charge for this lot. Opening Bid $300.